People-based Digital Services in Marketing

By Emily Pribanic - Published on February 23, 2018
People-based Digital Services in Marketing

People-based marketing trumps device-based marketing.

People-based marketing is the best, most effective way to engage with customers. With people-based marketing, companies create more meaningful connections with consumers.

Reaching people can be difficult for marketers to accomplish. Not only reaching people, but target audiences can be tough for marketers to reach. That’s where people-based marketing comes into play.

People-Based Marketing

The average digital consumer owns almost four different devises they use daily. Because of this, marketers have had to rethink the way they reach people. A digital consumer that views an ad on their phone then eventually uses their computer to make a purchase, may not show up as the same person. In cases like this, data might show the ad failed to convert the customer when it didn’t, they just switched devices. When companies can verify a user, no matter what device they’re using, they can directly market to that user. When brands can connect to a consumer on a personalized level, this is people-based marketing. This type of marketing allows companies to gain deeper insights into their customers about their priorities and behaviors. With these insights, marketers can create content that is more engaging and relevant to their audience.

People-Based Digital Marketing

When consumers are unified throughout their journey, through devices and channels, new sources of revenue can be unlocked. Brands that can do this have the ability to respond strategically to consumers in real-time across these channels and devices. Having a unified journey provides a better customer experience and allows customers to explore the brand better. Identification, data and automation are three essential elements that help create a successful people-based marketing strategy. Identification is the process of identifying the connected devices consumers use and having cross-device recognition. Amazon does a great job of this because they require their customers to remain logged in to use different devices. The next key element, data, is less unstable about customers when identification is first. Once a customer is identified, the data collected in the way they use media or their preferences aren’t lumped with every other customer’s data. With identification first, data collected will be able to identify certain customers and allow brands to market directly to them. The last key element, automation, takes identification and data collected and automates it. Automation in people-based marketing looks past cookie-based data and relies on people-based targeting to get the job done right.

People-Based Services in Marketing

People-based marketing is not only personalized marketing, it’s smart marketing. People-based marketing creates a more intimate connection with consumers and allows brands to reach and engage with those consumers on a more personal level. People-based marketing provides the service of creating meaningful moments with real people no matter the device, channel, place or time. When brands create meaningful moments with their consumers, they create a lasting bond that connects them with their audience. People-based marketing provides the service of giving meaning to reach and faces, personalities and lives behind data. When companies see a person behind the data, they connect better with their consumers and their consumers trust the brand more.

People-based marketing is a new concept in marketing and it works great to promote brands to consumers. In our multi-device world, people-based marketing has become king. This type of marketing is important for companies who want to promote their brand in a personalized way with their audience. When consumers feel a personal connection with a brand or company, they are more likely to become customers for life. Brand loyalty is one of the best aspects that makes a company trustworthy, well known and long-lasting.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing s...

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